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Redbridge's Britfresh Brand Celebrates its First Birthday with Four-Fold Increases and the Launch of Continental Fresh

Redbridge Produce & Flowers , the UK's leading fresh produce wholesaler, is celebrating the success of its Britfresh brand, as it reaches its milestone first birthday, by extending the concept to European produce, under the brand Continental Fresh.

Redbridge Produce & Flowers launched its Britfresh brand in July 2003 to provide guaranteed-quality fresh produce to the independent sector, enabling the high street to compete with supermarket standards on availability, quality and traceability.

A year on, the business has seen four-fold increases in volume supplied to its customers, which is good news for the brand and the UK growers who are Redbridge's category partners. On the back of this success Redbridge has developed the concept for the European sector under the brand Continental Fresh and the first products will be available in the next few weeks.

Historically, the high street independents have struggled to match the multiples on reliability, continuity. Britfresh brings reliable, consistent, product to independent retailers with its year-round pre-planned supply programme agreed with its UK grower partners. The economies of scale possible with Redbridge's nationwide coverage make quality product sourcing and substantial cost savings possible.

Geoff Turner, Redbridge's business development manager said; "Britfresh enables the smaller players to compete with the bigger players on a level playing field. We've been able to generate more volumes for the growers who are our category partners, which in turn secures better quality, better availability and total traceability for our customers."

The Britfresh brand was first trialled with potatoes but has since been extended to brassicas, salads and top fruit will be available for the autumn.

The first Continental Fresh products will be Spanish onions, Dutch mushrooms and Belgian strawberries and development work is currently underway in Spain and Holland.

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